The ability to attract new generations of consumers is an important factor in any business. Today the study of consumer behavior of the generation Z, which is already one of the main segments of the consumer market, is becoming one of the priority tasks in marketing research. The article examines the methodological aspects of the study of consumer behavior of generation Z and shows the main approaches to the definition of the concept of "generation Z" and its age limits. Today people born between 1995 and 2000 are often named as the generation Z. Generation Z has been formed in other information-technological, socio-economic and political conditions. The author on the basis of the analysis of modern foreign and domestic studies shows the main socio-psychological features of this generation, namely, awareness, "technical proficiency", the active use of Internet resources, teamwork, social responsibility, critical thinking. Generation Z as consumers are well informed, demanding for the quality of goods and services, are skeptical of advertising and marketing, appreciate design, quality, atmosphere, speed of service.
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